Cravings: Misunderstood Signals from Evolution

When people think about cravings, they often associate them with unhealthy urges—think sugar, greasy cheeseburgers, or other calorically dense comfort foods. While it's easy to see cravings as something to be fought, the truth is that they are not inherently bad. In fact, cravings are an evolutionary trait, developed as a survival mechanism when our ancestors needed to seek out nutrient-rich, energy-dense foods to thrive. Understanding how cravings developed, and recognizing which ones serve our best interests in the modern world, can be the key to harnessing them for better health.

The Evolutionary Purpose of Cravings

Cravings are rooted in survival. For most of human history, food wasn't easily accessible, and calorically dense foods like fats and sugars were vital for survival. In a hunter-gatherer society, stumbling upon a rich food source was rare and valuable, so the body adapted to crave these nutrient-packed foods. This survival mechanism allowed early humans to store energy efficiently, giving them an edge during periods of food scarcity.

Fast forward to the modern era, where food—particularly calorie-rich food—is available at every turn. Our biology hasn't caught up with the convenience and abundance of modern food systems. The very cravings that once ensured survival can now lead us down the wrong path, as high-sugar and high-fat options are readily available but no longer necessary for daily survival. However, not all cravings are misguided in today’s context, and many can still point us toward health-enhancing behaviors.

Cravings Can Be Rewired

Just as our ancestors craved fats and sugars for survival, modern humans can develop cravings for behaviors or substances that benefit health. The brain’s reward system, largely driven by dopamine, allows us to create new associations with beneficial habits over time. This is why someone might initially hate the idea of an ice bath or a strenuous workout, but eventually come to crave the feeling afterward.

Examples of Positive Cravings

Cravings aren’t limited to just food or activities we initially dislike. The key is that, over time, the body learns to associate certain actions or substances with positive health outcomes. Here are more examples of cravings that evolve into beneficial habits:

• Coffee: Many people remember their first sip of coffee as unpleasant, bitter, and hard to swallow. Yet, over time, coffee drinkers begin to associate it with alertness, mental clarity, and improved performance. Now, coffee isn’t just a habit—it’s something they crave.

• Ketone Esters: Companies like KetoneIQ produce ketone esters, which many people find bitter and unpalatable at first. However, because ketones provide an efficient energy source for the brain and body, users often begin to crave their effects and therefore the product, despite the initial taste barrier.

• High-Intensity Interval Training (HIIT): Similar to other forms of exercise, HIIT workouts can be physically punishing. However, the sense of accomplishment and the endorphin rush following a session can create a craving for that post-workout high.

• Ice Baths: While the first dip into freezing water may seem unbearable, cold exposure has significant physiological benefits, from reducing inflammation to releasing endorphins that make you feel good. Over time, as your body associates cold exposure with these positive outcomes, and you begin to crave it.

• Fermented Foods: Foods like kimchi, sauerkraut, or even plain yogurt might not appeal to everyone initially due to their tangy taste. However, these foods provide significant gut health benefits, which can lead to a craving for their unique flavor over time as the body begins to reap the digestive rewards.

Recognizing When Cravings Go Astray

While many cravings can evolve into something positive, it’s important to acknowledge that some still play against our best interests in the modern world. Cravings for sugar, highly processed foods, or excessive salt are relics of a time when these nutrients were scarce. In today’s food environment, where they are available in excess, these cravings can lead to unhealthy habits that undermine our well-being.

However, the root cause of these cravings was, at one time, a survival mechanism. Our task now is to recognize which cravings still serve us and which ones no longer do.

Leaning into Beneficial Cravings

The good news is that cravings can be shaped, rewired, and redirected. It’s about understanding that many of the things we might not initially enjoy—like ice baths, black coffee, or high-intensity workouts—can become cravings once the body recognizes their health benefits. Leaning into these beneficial cravings can lead to lasting changes in your health, making it easier to adopt and maintain healthy behaviors. However, it often entails getting over the initial hump of discomfort.

While our ancient cravings for sugar and fat may not serve us well in today’s world, the modern human has the ability to reshape desires and create new, healthier cravings. Whether it’s for nutrient-dense foods, physical activity, or even uncomfortable but beneficial experiences, cravings can be a powerful tool when directed in the right way.

Final Thoughts

Cravings are not the enemy. They are an evolutionary trait, developed to help us survive in a world where calories were hard to come by. Today, while some cravings may no longer serve us in the same way, many can still be harnessed to improve health. Recognizing which cravings align with your best interests and which do not is the key to thriving in the modern world. By leaning into cravings that support your well-being—whether it's a challenging workout, an ice bath, or a cup of bitter coffee—you can use your natural instincts to your advantage.

—Ryan Roddy | Managing Partner at Seaside Ventures